https://techcrunch.com/2020/06/09/this-startup-is-tackling-womens-bladder-leakage-with-grace-and-a-subscription-business/

No one likes to talk about urinary incontinence, but the loss of bladder control is something that impacts millions of people around the globe. Women are especially prone to developing related issues because of pregnancies, childbirth, and menopause, all of which can affect the urinary tract and the muscles that support it. According to a 2018 University of Michigan poll of 1,000 women ages 50 to 80, nearly half said that they sometimes leak urine. Meanwhile, an estimated 20% to 30% of younger women experience leakage at least once per year.

Unsurprisingly, the market for disposable incontinence products is sizable. A $9.5 billion market as of 2018, it is projected to reach $15 billion by 2025, and it will presumably only grow from there, given that Americans ages 65 and older are projected to nearly double in number from 52 million in 2018 to 95 million by 2060.